Domino's cooks up brand ambassadorship with Son Heung-min

A painting featuring Son Heung-min, the new brand ambassador for Domno's Pizza Korea. [DOMINO'S]

Domino's Pizza Korea tapped Korean footballer Son Heung-min as its new brand ambassador.

This is the first time "Sonny" will represent a pizza franchise.

"We selected Son as our model to reinforce our standing as the leading brand in the Korean pizza market, and to strengthen our image as a brand synonymous with health, enjoyment, and widespread popularity across all age groups like Son," the Korean branch of the U.S. pizza franchise said Thursday.

As part of the collaboration, Domino's Pizza will roll out diverse marketing activities featuring the Tottenham Hotspur star throughout the year, including the launch a promotional campaign on May 17 offering customers the opportunity to win merchandise autographed by Son upon purchasing a "Best 7" pizza set.

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]